CAMPAIGNS: Making mobiles more adaptable - Product Launch

The World 718 is the first mobile phone to operate on both sides of the Atlantic. Previously, people travelling to the USA have had to buy a second mobile phone or SIM card, with the inconvenience of a different phone number.

The World 718 is the first mobile phone to operate on both sides of

the Atlantic. Previously, people travelling to the USA have had to buy a

second mobile phone or SIM card, with the inconvenience of a different

phone number.



Using revolutionary technology, the dual-band World 718 works on both

the American PCS 1900MHz network and the GSM 900MHz network found in

Europe, Asia, Middle East and Australia. This means one handset and one

number for travellers across five continents.



Objectives



To create awareness of the new phone and its innovative, but affordable

(it retails at pounds 99), technology with transatlantic business and

leisure travellers. To position Bosch, as a serious contender in the

mobile phone market.



Tactics



One-to-one briefings were set up with the trade press to convey detailed

product information. A wide range of consumer and trade press was

invited to an American themed evening at London’s fashionable Atlantic

Bar and Grill on 26 May, which was renamed (Trans)Atlantic for the

event. To tempt the media to attend they were invited to enter a

competition on arrival testing their product knowledge, with a prize of

a World 718 phone and a weekend in New York to test the technology.



Attendees were greeted by waitresses dressed as saloon girls and

cheerleaders and waiters dressed as Uncle Sam. The centrepiece of the

event was a real life Statue of Liberty, who instead of a torch held

aloft a World 718 phone.



A brief presentation from Bosch on the merits of the new phone was

concluded by the prize draw. Full press packs were distributed on the

night, and afterwards to those unable to attend. NBC says as much as 30

per cent of the budget will be spent on planning and evaluation.



Results



Over 40 journalists attended from a wide range of media, including

travel, men’s interest, business and ethnic American. National coverage

was achieved in the Daily Telegraph, Mirror and Sunday Business. The

London Evening Standard also covered the story, and NBC hopes Tomorrow’s

World will include the World 718 in a forthcoming piece about

cellphones. As expected, the trade press showed huge interest in the

launch, and front page coverage was secured in Mobile Choice and What

Cellphone magazines. Press clippings from long lead time publications

are still coming in. The prestigious travel magazine Conde Nast

Traveller is expected to carry a news story.



Verdict



’We had to meet the media face-to-face - a press release would have

diluted the impact,’ says Roger Nelson, director at NBC. ’When you’re

trying to launch an unknown brand in an aggressive marketplace you’ve

got to make sure that the launch has maximum style and impact, which is

why we chose the US theme,’ he adds.



NBC believes the event was crucial in achieving interest in the travel

and general interest media. ’Without it we would only have commanded

coverage in the trade and technology press,’ says Nelson.



Client: Bosch Telecom

PR Team: Nelson Bostock Communications

Campaign: Launch of World 718 mobile phone

Timescale: May - ongoing

Budget: annual fee plus pounds 5,000 costs



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